ABSTRACT
This chapter examines the use of multi-sensory marketing in the Grenada Board of Tourism’s (GBT) experiential branding of the Spice Island. It considers the tools used to engage potential tourists, tap into their memories, and appeal to their interests to create a sense of feeling they would associate with the experience of Grenada. The chapter reviews the literature on place branding in tourism, with specific attention given to the trend toward experiential branding that incorporates all of the senses. It provides a brief overview of Grenada’s Spice Island brand. The chapter introduces the GBT promotional literature that provided the data for the research as well as content and narrative analyses as the methodologies used. It also considers the ways that “Rhythms of Spice” brings together the senses to create a desired feeling in the reader, thereby influencing their choice of destination. Smell is typically identified as the most persuasive sense.
